Key differences: Vision

• Augmented Reality is a branding & education tool that allows the customer to reveal abstract ‘details’ of a certain model or customize it virtually. But as the the customer stands in front of the model, it’s about ‘learning more’, not ‘living it’.

• Virtual Reality is about ‘what it would feel like’. It gets the customer away from reality. It’s a moving, immersive experience, yet it’s not ‘physical’ or real.

• Live Virtual Showroom allows customers to enjoy a showroom or dealership experience online, in a way that could never been imagined before, without leaving the couch.

• Customers can see the cars as they are, through the eyes of a sales representative in a dedicated showroom, which creates a personal and powerful feeling.

• Therefore it is especially powerful in case of new car models, seeing the car before anyone else, creating a sense of exclusivity.

Key differences: Vision

• Whilst Augmented Reality requires the customer to be in the same room with the vehicle;

• Virtual Reality requires the customer to wear a special device;

• In case of Live Virtual Showroom, the customer can be anywhere, using any kind of internet-enabled device to enjoy the experience on their screen in real time.

• They don’t have to be in the showroom or dealership themselves and don’t need to download any special software or log in.

• Therefore it is universal and scalable geographically & in real time.

Key differences: Technology

• Augmented Reality (AR) involves superimposing media like graphics or audio over the real-world environment displayed in real-time. (E.g. standing in front of a car + watching it on the screen of a smart device.)

• Therefore it generally requires physical presence + the camera of a device + a special app.

Augmented Reality: What is it?

• An interactive marketing tool to educate customers about novelties, benefits, features of a car model in a sensory way.

• Can enhance the physical showroom experience by adding a ‘digital layer’.

• Besides branding, AR can contribute to the onboarding (Audi) or driving experience (MINI) after getting the car.

Augmented Reality for Automotive

• Potential con-s include the need for live presence – it is not really scalable geographically + virtually, i.e. cannot reach massive amounts of customers remotely.

• Hence e.g. it’s not useful to engage digital leads.

• It’s use is either limited to on-site or aftersales experiences (e.g. being in the dealership or having the car at home) or to an enhanced advertising experience (e.g. activated ads in magazines).

• A special app + smart device are also needed in order to enjoy it.

Augmented Reality for Automotive

• Ferrari’s AR showroom app uses 3D tracking technology: it recognizes real-world cars and superimpose videos, shapes and colors on their real-time images.

• Customers inside a Ferrari showroom can hold a tablet in front of a car and virtually change paint job and details, customizing it & learning more.

Ferrari Augmented Reality App

• Porsche was equipping dealers with an AR iPad application for the new Porsche Panamera that immersed customers in the car’s capabilities.

• Adding text, video and animation to the car’s real-time image while being at the dealership.

• SEAT was also executing a similar solution.

Porsche Panamera Augmented Reality

• Virtual Reality is difficult to define, but it generally involves creating an immersive, sensory experience of an ‘alternate world’ with the help of special devices & software.

• Such devices include Oculus Rift or Google Cardboard.

Virtual Reality: what is it?

• An immersive, entertaining brand experience that can take the customer to worlds beyond imagination (e.g. virtual test drive in different settings).

• Due to the same argument, it is rather a BTL marketing tool than a solution integrated into the lead generation & sales process.

Virtual Reality for Automotive

• Some of the potential con-s: the experience will always feel like being in a movie, owing to being ‘canned’.

• Customers need a special device, which makes it hard to access the experience universally & immediately.

• Some disruptive devices are still rare & exclusive, such as Oculus Rift – access to them can only be imagined on site, e.g. inside the actual showroom or at events.

• In case of individual solutions like Google Cardboard, the customer needs to download a special app to their own device, which can be a hassle.

Virtual Reality for Automotive

• Volvo has been sending out Volvo-branded Cardboards to promote its new XC90 SUV.

• Besides the paper goggles, a special Android app is needed.

• Placing the mobile device in the goggles and starting the app, the customer can take a virtual drive in the ‘cockpit’, in different environments.

Volvo using Google Cardboard

• The on-site project worked with application that allowed customers to examine & customize a 3D rendering of a car.

• Using motion detection technology inside a specially designed showroom + at car shows.

• Years ago, Jaguar has already been experimenting with a Virtual ‘Cave’.

Jaguar Land Rover Virtual Reality Experience

• CoDriver is an app designed by Chevy for Oculus Rift device.

• It gives viewers a chance to experience a test drive without leaving the showroom.

• A virtual, 360 degrees video footage which feels like driving the car through New Zealand mountains – experiencing test drive under ‘extreme’ imaginary conditions.

Chevy virtual test drive with Oculus Rift

• As an increasing part of car sales leads are coming from digital channels & visiting brand websites, car brands need the power to engage & control their online leads and boost pre-sales.

• Live Virtual Showroom is a new concept that empowers car companies to recreate a real dealership experience 100% online, in real time and monetize web visits.

Live Virtual showroom: what is it?

• After an engaging omnichannel customer interaction session (incl. seeing the real vehicles via live video, through the eyes of the sales representative) the company can drive the customer to any dealership or nurture the lead in any way they want.

• One physical location can serve thousands of online customers, maximizing the sales potential of the web presence like never before.

Live Virtual showroom for Automotive

• Sharing a live virtual showroom experience with web visitors.

• Whisbi’s unique solution can automatically ‘teleport’ online visitors to showrooms or dealerships with one click, where sales reps can use the camera of smart glasses or smartphones to showcase actual vehicles in real time.

The Fiat Virtual showroom experience

• The brand taking the showroom experience online to better monetize web visits.

• Showcasing the new Jeep Renegade model as part of an interactive real-time experience.

• Engaging & driving online leads with more test drives booked and more customized offers made after seeing how great the new car looks & feels.

Jeep engaging digital leads

Read more about the future of the car retail experience in the FREE new white paper:

6 Must-Read Expert PredictionsAbout the Future of the Car Buying Experience

Click to download it now

The digitalization of automotive

Taking the dealership experience 100% onlineto better monetize web visits and drive pre-sales

whisbi.com